Videology Nabs LucidMedia

Deal enables video ad tech firm to push further into display space

The ad tech firm Videology has acquired LucidMedia, a two-year-old company that operates a demand-side platform, helping advertisers buy display ad inventory via exchanges using precise data and targeting tools. Terms of the deal were not disclosed.

In August, Videology snatched up Collider, a data management company that helps multiple consumer brands make use of their data sources, for $13.2 million.

It appears that Videology is looking to match Google, AOL and other major digital ad players in building a comprehensive ad tech "stack"—a collection of tech products which would theoretically enable the company to facilitate every aspect of the online ad buying process.

Born out of a video ad network (TidalTV), Videology has abandoned competing as an ad seller. Instead,

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